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Yoox Net-a-Porter Group and Armani have announced a new strategic
development in their 20-year relationship for what they are calling a new
“distribution model for the future” by developing the ‘Next Era’
omnichannel business model.
The new strategic phase, in place until 2025, will see both companies
redesign and developing a “revolutionary, digital and integrated shopping
experience for customers” that will see Armani’s digital stores integrate
with their physical boutiques while leveraging Yoox Net-a-Porter’s global
logistics network.
The aim of the plan is to create a “seamless connection” between
Armani’s clients and products, online and offline, explained the brand,
using state-of-the-art technology to allow customers the best possible
experience no matter how they choose to shop, whether in a boutique or
online.
Giorgio Armani, president and chief executive officer of the Armani
Group, said in a statement: “In the past few months, I have been
redesigning the Armani Group’s business model based on a concept that is
very dear to me: do less, but better. Mine is an invitation to consume more
responsibly, focusing on authenticity and change.
In Yoox Net-a-Porter, I’ve found a partner that allows me to transform
this principle in a new multi-channel shopping project where the
relationship with the customer is increasingly personal and direct, while
e-commerce and boutiques are integrated in a dynamic balance, which will
have a positive effect, also on the environment.”
Yoox Net-a-Porter partners with Armani Group to integrate digital with
physical boutiques
This partnership marks a new chapter that will integrate Armani’s
physical and digital network to support “sustainability, transparency and
circularity” for its customers, explained Armani, and comes in light of
what it is states are “rapidly evolving shopping habits and demands,” which
have become “even more apparent” following the recent Covid-19 pandemic.
Armani adds that the fashion system “must be redesigned” and that
technology can power a “more innovative approach” to enable the luxury
fashion house to have a direct and personal relationship with its
customers, through building an understanding of their expectations and
providing them with the “widest possibility of choice” by integrating
physical boutiques and virtual stores.
This will be achieved through the established ‘Next Era’ business model
that has been designed by Yoox Net-a-Porter, which aims to accelerate
advancements in customer experience through fully integrating online and
offline worlds by integrating inventory across a brand’s physical boutique
network and website to provide a single connected system so that customers
can buy products no matter where it is held, offering a more flexible
shopping experience.
Customers will begin to enjoy the new features of the ‘Next Era’ model
on the Armani.com website from 2021, with full integration expected from
2022, which will see orders being processed through the Yoox Net-a-Porter
distribution network, as well as from distribution centres and Armani
boutiques.
Federico Marchetti, chairman and chief executive officer of Yoox
Net-a-Porter Group, added: “Armani has always been at the forefront of the
world of fashion and luxury and one of the first to have adopted e-commerce
with us. After a partnership that has lasted for two decades, we are still
both driven by the desire to revolutionise the world of fashion with
continuous innovations, as we have done since the first day we started
working together.”
Images: courtesy of Armani/Yoox Net-a-Porter; Main image by SGP, second
image by Beppe Raso; and third image by Viviane Sassen
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